KIIT University 2008 M.B.A Marketing Management keting - Question Paper
Thursday, 24 January 2013 05:25Web
Page 7 of 13
e. Modular marketing
True/False
54. Markets are almost always homogeneous.
55. Henry Ford used the market segmentation strategy when he offered the Model-T Ford in only 1 color.
56. A market segment consists of a group of consumers who share a similar set of needs and wants.
57. An attractive niche is characterized as having a distinct set of needs.
58. The ultimate level of segmentation leads to “segments of one,” “customized marketing,” or “one-to-one marketing.”
59. A company is customerized when it is able to respond to individual customers by customizing its products, services, and messages on a one-to-one basis.
60. Illustrations of personality segmentation would include culture-oriented, sports-centered, or outdoor-oriented subsegments.
61. A local service company has decided to segment its market based on occupation; therefore, it has chosen a form of demographic segmentation for its approach.
62. Demographic variables are extremely popular because they are often associated with consumer needs and wants and they are easy to measure.
63. Life stage describes a person’s age.
64. Research indicates that men and women shop differently. Men often like to learn product information; women may relate to a product on a more personal level.
65. Research has shown that income is a highly right predictor of the “best” customers for a provided product.
66. In order to maintain acceptable levels of sales and profits, marketers target only middle- and high-income groups of consumers.
67. Members of the identical generational cohort share the identical major cultural, political, and economic experiences and have similar outlooks and values.
68. Psychographics is the science of using psychology and demographics to better understand consumers.
69. People in the identical demographic group generally exhibit similar psychographic profiles.
70. In the VALS segmentation system, Thinkers are characterized as being successful, sophisticated, active, “take-charge” people with high self-esteem.
71. According to the VALS segmentation system, the Strivers are at bottom of the typology with the least resources and least with respect to innovation.
72. Psychographic segmentation schemes are the identical across cultures.
73. Each person involved in a buying decision plays only 1 of 5 roles: Initiator, Influencer, Decider, Buyer, or User.
74. Everyone who buys a provided product wants the identical benefits from it.
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